THE SMALL THINGS THAT
MAKE LIFE GREAT

I AM is the fascinating costume jewelry brand for women, who know what they want. We bring every style to perfection and turn clothes into looks.

I AM is a declaration of love to femininity. We celebrate cutting edge trends as well as timeless classics. Our label YSTRDY completes the core collection with textile accessories, watches and much more.

I AM is located in Cologne and now runs more than 170 stores in 20 European countries. Our jewelry is also available at many partnering shops. Find your nearest location here.

A PERFECT MATCH
YSTRDY AND I AM

YSTRDY is the brand for all textile accessories and more in our I AM stores. Feminine, modern and surprising.

YSTRDY offers a huge amount of variety: from shawls, scarves, hats, gloves, purses, wallets and belts to watches and umbrellas. All YSTRDY products complement the collections from I AM: the perfect couple.

YSTRDY accessories are available in more than 170 I AM stores around the world. Find your nearest store here.

STORE LOCATIONS

I AM stores near you.

    With love...

    Friendship isn't a big thing. It´s a million little things.

    It’s the ultimate gift as the lucky recipient can choose
    to spend it on any of her latest style crushes.

    Hello!

    Please enter your data here to check the credit level on your gift card:

    Off to new Trends

    Your card is valid until:
    To the Store Locator

    I AM WANTS YOU!

    Creative minds. Courageous makers. Employees with a passion for fashion.

    I AM is always searching special talents for our sales teams and head office. I AM is part of beeline GmbH. You will find our current jobs on the beeline website.

    TO THE JOBS

    GREAT PROSPECTS!

    You will find additional information and photographs of I AM and YSTRDY in our press area on the beeline website. We are looking forward to great reports!

    TO THE PRESS CENTER

    YOUR SUGGESTIONS
    FOR I AM

    Do you have a question or would like to submit an idea? Simply send us a message. We will reply as quickly as possible.

    Products

    Country

    I AM

    Color Trend

    Grey meets
    Beige ∏

    Read more

    1.10.14 / Color Trend

    Grey meets Beige

    Nichts gegen knallige Farben für Accessoires, aber da ist etwas Besonderes an neutralen Tönen, dem wir einfach nicht widerstehen können. Vielleicht ist es die Zartheit? Vielleicht, dass man sie zu allem kombinieren kann? Auf jeden Fall brauchen wir diese tollen Schmuckstücke in unserem Kleiderschrank!

    There is nothing wrong with strong colors for accessories, but there is that something special about neutral colors, that we simply cannot resist. Maybe it is the tenderness? Maybe it is, because they are so versatile? In any case we need this great jewelry in our closets.

    27.9.14 / Fashion Item

    Silver Infinity

    Schnell in den Store und unser neues Fashion Item geshoppt! Zarte Unendlichkeitssymbole in echtem Silber als Kette, Armband oder Ring. Auch in vergoldet erhältlich.

    English Version

    Quick, quick! Our new fashion item is in stores: delicate infinity symbols in real silver as necklaces, bracelets or rings. Also available in gold plated.

    Color Trend

    Green
    Rust ∑

    Read more

    26.9.14 / Color Trend

    Green Rust

    Auch wenn unser Schatz kein Jäger ist, sind wir auf der Jagd nach tollen Accessoires in herbstlichen Grüntönen. Die sehen ganz besonders schön aus in Kombination mit anderen intensiven Farben wie Bernstein-Braun, Aubergine oder Rubinrot.

    Even though our sweetheart is no hunter, we are still on the hunt for accessories in autumnal green shades. They look especially beautiful with other intense colors like amber brown, eggplant or ruby red.

    Rough Trend

    Grunge
    Style ∏

    Read more

    20.9.2014 / New in Stores

    Grunge Revival

    Die Tage von Kurt und Courtney sind wieder da – zumindest so lange es um das Styling geht. Karos, Denim und derbe Boots bringen den Grunge zurück. I AM hat den dazu passenden Schmuck von rockig bis romantisch. Perfekt für den 90er Stilbruch.

    The days of Kurt and Courtney are back – at least when it comes to styling. Checks, denim and rough boots bring back Grunge. I AM has the matching jewelry from edgy to romantic. Perfect for that 90s style clash.

    Lovely Styles

    Novel
    Mood ∑

    Read more

    19.9.14 / Lovely Styles

    Novel Mood

    Da schlagen unsere Herzen höher: Zarte Rose-Töne, glänzendes Gold und tolle Formen machen unsere Novel Mood Kollektion zum absoluten Highlight. Von massiven Ketten mit Anhängern aus Halbedelsteinen bis zu zarten Armreifen mit feinen Perlen ist hier jedes Stück unser neues Lieblingsteil.

    Our hearts are beating faster. Soft rose hues, shiny gold and great shapes make our Novel Mood collection an absolute highlight. From massive necklaces with pendants from semi-precious stones to delicate bracelets with fine beads, every piece is our new favorite.

    Fall trend

    Hippie
    Mood ∑

    Read more

    12.9.14 / Fall Trend

    Hippie Mood

    Hippie im Herbst? Na klar, wer sagt denn, dass der Boho Trend nur im Sommer funktioniert? Auch wenn alle Festivals vorüber sind, heisst das nicht, dass wir unseren Lieblingslook bis zum nächsten Sommer einmotten müssen. Große Ringe mit farbigen Steinen, Federohrringe und reichverzierte Armreifen sehen auch zum Ethno-Schal rockig aus.

    Hippie in fall? Sure, who says that the boho trend only works in the height of summer? Even, if all festivals are over, it does not have to mean that we need to mothball our favorite look until next summer. Large rings with colored stones, feather earrings and decorated cuffs also look great with our ethnic scarves.

    I AM addicted

    Dallas ∏

    Read more

    4.9.14 / I AM Addicted

    Dallas

    Es ist Zeit, das innere Cowgirl herauszulassen! Mit unseren tollen neuen Styles von I AM addicted. Echte Halbedelsteine und hochmodische Styles machen es zu einem ganz besonderen Thema. Wir transportieren unseren lässigen Festival Look einfach in den Herbst mit reich verzierten Schmuckstücken und kuscheligen Ponchos.

    It is time to release that inner cowgirl. With our great new styles at I AM addicted. Genuine semi-precious stones and high fashion styles make it a very special theme. We simply transfer our casual festival looks into fall with generously decorated jewelry and cozy ponchos.

    In Love Today

    29.9.2014 / YSTRDY

    Green Rust

    Oh, da wird uns trotz kühler Herbsttage warm ums Herz. Diese schicke grüne Tasche und den kuscheligen Schal mit romantischem Rosenmuster haben wir gerade im I AM Store gefunden. Die werden jetzt unsere ständigen Begleiter.

    English Version

    Oh, we have a truly heart-warming feeling despite the cool fall days. We just found this chic green bag and cozy scarf with romantic rose pattern at the I AM store. They will be our constant companions now.

    Platings Special

    Surfaces

    Read more

    29.9.2014 / Platings Special

    Surfaces

    Darf es heute mal etwas schlichter sein? Manchmal ist weniger einfach mehr, genau wie bei diesen tollen Ketten und Armbändern. Die überzeugen uns durch das subtile Spiel von glänzenden und matten Oberflächen.

    Would you like a style a little more plain today? Sometimes less really is more, just like with these great necklaces and bracelets. They convince us through the subtle game of shiny and matte surfaces.

    21.9.14 / Star Of The Month

    Libra

    Herzlichen Glückwunsch, liebe Waage! Du bist unter dem Zeichen der Venus geboren, der Göttin der Liebe und Schönheit, darum überrascht es nicht, dass du einen ausgezeichneten Geschmack hast. Waagen lieben es von Mode, Kultur und Schönheit harmonisch umgeben zu sein. Wenn es um das Styling geht, wählst du sorgfältig und immer das neueste Must-Have, wie diesen geräumigen Poncho.

    English Version

    Happy birthday, dear Libras! You are born under the sign of Venus, the Godess of beauty and love, so it is not suprising, that you have an excellent taste. Libras love to be surrounded by fashion, culture and beauty in a harmonious environment. When it comes to your styling you select carefully and always the latest must-have, like this spacious poncho.

    16.9.14 / Trend Alert

    New Grunge

    Gedeckte Farben, grober Strick, Nieten und robustes Karo, das sind die Zutaten aus denen unser neuer New Grunge Look gemixt wird. Heraus gekommen ist eine coole YSTRDY Kollektion mit geräumigen Shoppern, warmen Beanies und übergroßen Schals.

    English Version

    Muted colors, chunky knits, studs and rugged checks, those are the ingredients for our New Grunge look. The result is a cool YSTRDY collection with spacious shoppers, warm beanies and oversized scarves.

    15.9.14 / Cozy Scarves

    Shelter Me

    Wenn die Tage kühler werden, werden kuschelige Schals zum wichtigsten Accessoire. Wir lieben diese flauschigen Loops von YSTRDY in zarten Winterpastellen, die wärmen den Hals genau wie das Herz.

    English Version

    When the days get colder, cozy scarves become the most important accessories. We love these fluffy loops by YSTRDY in soft winter pastels. They warm our necks as well as our hearts.

    11.9.14 / YSTRDY

    Hippie

    Der Herbst steht vor der Tür, aber das ist noch lange kein Grund auf unseren geliebten Festival Look zu verzichten. Mit Fransentasche,  rotem Hut und kuscheligen Poncho im Navajo Muster funktioniert er auch an kühlen Tagen.

    English Version

    Fall is approaching fast, but that is no reason to give up our beloved festival look. With a fringe bag, red hat and cozy poncho in Navajo print it also works for all cooler days.

    10.9.14 / Soft Textiles

    Novel Mood

    Wir sind ganz hingerissen von unserer neuen YSTRDY Kollektion Novel Mood. Zarte Beeren- und Brauntöne treffen auf feminine Muster und Details. Einfach zum Träumen!

    English Version

    We are completely smitten with our new YSTRDY collection Novel Mood. Subtle berry and brown hues meet feminine patterns and details. Just dreamy!

    Gift Idea

    Shelter
    Me ∫

    Read more

    9.9.14 / Gift Idea

    Shelter Me

    Schützende Symbole und kleine Glücksbringer haben uns zu dieser tollen Schmuckreihe inspiriert. Wer möchte dem Glück nicht ein bisschen auf die Sprünge helfen? Und deshalb machen sich Wunschknochen, Hand der Fatima und Kleeblatt auch ganz besonders gut als Geschenk für eine liebe Freundin.

    Protective symbols and little charms inspired us to this cool jewelry line. Who does not want to boost their luck a little bit? And because of that, wishbones, hand of Fatima and clover leaves are also a great gift idea for that lovely friend.

    Looking Good

    Addicted Competition

    Win with
    I AM

    13.09.14 / Win With I AM

    Addicted Dallas

    Our new collection Dallas has arrived in stores and it is time for another I AM addicted competition! Win our great jewelry by answering this question: "What is your favorite accessory?" Our Address? Voila, please send your answer to i-am.online@beeline-group.com

    English Version

    Win great I AM addicted styles worth about 85 Euros. We need your answer in our I AM mailbox before October 6th, please include your mailing address. Read our competition requirements here.

    Making of...

    The Winter
    Shooting 14

    Read more

    26.6.14/ Making of...

    The Winter Campaign

    Während der warme Sommerwind durch die Strassen Stockholms wehte, haben wir wieder mal die Zeit im Studio genutzt und unsere neue Winterkampagne geshotet. Viel verrraten können wir noch nicht, nur soviel: Die Wintersaison wird kuschelig, stylish und festlich. Und auch, wenn die Tage lang waren: Wir hatten beim Shooting wieder richtig Spass.

    While the wam summer wind is blowing through the streets of Stockholm, we used the time in the studio to shot our new winter campaign. We cannot reveal much yet, just this much: The winter season will be cuddly, stylish and festive. And even, if we were working long days: we sure had fun at the shooting.

    6.5.14 / Special Event

    Mother's Day

    Egal, wo Du lebst, höchstwahrscheinlich steht Muttertag auch bei Dir vor der Tür. Zeit, allen lieben Mütter die gehörige Portion Wertschätzung zu zeigen. Wie wäre es denn mit einem schönen Schmuckstück von I AM?

    English Version

    No matter where you live, most likely Mother's Day is around the corner in your country. Don't forget to show you beloved Mom some appreciation. Maybe with some lovely jewelry by I AM?

    Editor's Picks

    April ∏
    Top 5

    Read more

    28.4.14 / Editor's Picks

    April Top 5

    Wir haben mal wieder im I AM Store gestöbert und unsere Lieblingsteile für Euch herausgepickt. Diesmal haben uns diese aussagekräftigen Styles besonders gut gefallen. So können wir unsere Lieblingsstadt immer bei uns tragen oder der Welt einfach mitteilen, dass wir übersprudeln vor Liebe. Ohne Worte!

    We went browsing at the I AM store again and picked our current favorites for you. This time we liked these meaningful styles especially. Thus we can carry our favorite city with us at all times or just tell the world that we are brimming with love. Without Words!

    Behind The Scenes

    29.8.14 / Vegan, Raw, Paleo

    Healthy Eating

    1. All for paleo newbies at Eat Drink Paleo .
    2. Eat like your anchestors with Gutsy By Nature .
    3. Great vegan tips from A very Vegan Life .
    4. Tips for raw foodies from Julie's Raw Ambition .
    5. Beautiful and delicious recipes from Rawmazing .
    6. Food for inner Beauty from Oh She Glows .
    7. Detailed instructions at The Post Punk Kitchen .
    8. Yummy ideas from the Cave Girl In The City.
    9. Great raw food at This Rawsome Vegan Life .
    • 1
    • 2
    • 3
    • 4
    • 5
    • 6
    • 7
    • 8
    • 9

    12.6.14 / For the green thumb

    Urban Gardening Ideas

    1. Window gardening at its best from NPR.
    2. Great DIY pot from Camilla Styles .
    3. No space for gardening? Go vertical with Green.
    4. Grow salad in wines boxes with the Gardenista.
    5. Color your pots beautiful with Design Sponge.
    6. Make you own plant markers with Pin and Paper.
    7. Create a great hanging garden with Camille Styles.
    8. Light your garden with self-made macrame lanterns from hgtvdecor.
    9. Make sustainable planting cups from newspapers with Care2.
    • 1
    • 2
    • 3
    • 4
    • 5
    • 6
    • 7
    • 8
    • 9

    Do it youself

    Easter Ideas

    1. Message in an easter egg from Buzzfeed.
    2. Lovely egg shell garden from Martha Stewart.
    3. Funny eggs heads from Parents.
    4. Beautiful flower eggs at A Creative Mind.
    5. The sweetest bunny envelope by Lots of DIY.
    6. Cute Easter pendant with animal print at Leker.
    7. Bunny bags for little presents from Handmadeculture.
    8. Bunny lits for maison jars from Patchworkharmony.
    9. Make your own spring wreath with Tatertots and Jello.
    • 1
    • 2
    • 3
    • 4
    • 5
    • 6
    • 7
    • 8
    • 9

    Net Picks

    Inspiring Instagrams

    1. Great and classy streetstyle from august23g.
    2. This is how to wear multiple bracelets! From marthajohl.
    3. Rocking the mega-trend knuckle rings is frlschlauschlau.
    4. Cool sailor style by elsaolaccessoire.
    5. Beautiful way to wear a statement necklace from marthajohl.
    6. Phalanx rings at its best by riceandsoy.
    7. sassy matching necklace and nails from heresno.
    8. Poetic insect jewelry by elsaolaccessoire.
    9. Cool sailor style by rrroxy_.
    • 1
    • 2
    • 3
    • 4
    • 5
    • 6
    • 7
    • 8
    • 9

    I AM pretty

    Beauty And The Blog

    1. Beach girl's best friend for a sun-kissed look is the The Beach Tomato.
    2. Hairstyles unlimited from New York's best coiffeurs at Bumble & Bumble.
    3. Beauty through the eyes of an Berlin based student at Tensia.
    4. Nailart for dedicated polish lovers at This Is Nailporn.
    5. Beauty trends and tips for cosmetic geeks at The Beauty Department.
    6. The world's best beauty blog is most certainly Into The Gloss.
    7. Find an ode to sophisticated perfumery at Olfactorialist.
    8. Long-locks-lovers will find plenty of tips at Hair Romance.
    9. The cute Carina shares her beauty secrets at Cream's Beauty Blog.
    • 1
    • 2
    • 3
    • 4
    • 5
    • 6
    • 7
    • 8
    • 9

    Tie The Knot

    I AM A Bride

    1. Two little words, one big preparation. Help at Project Wedding.
    2. Feeling crafty? Lots of DIY wedding ideas at DIY Wedding.
    3. Picture it! Great wedding photos can be found at Wildflower Photos.
    4. Center pieces selected by America’s queen of homes Martha Stewart.
    5. Nostalgic ideas that get you a romantic mood at OnceWed.
    6. The cutest guest favors and more merry ideas at Lovely Stuff.
    7. Creative wedding ideas and inspiration at The Ivory Dahlia.
    8. Great inspiration for wedding invitations at the Wedding Chicks.
    9. Cute DIY for nervous grooms. Against Cold Feet.
    • 1
    • 2
    • 3
    • 4
    • 5
    • 6
    • 7
    • 8
    • 9

    Lost & Found

    I AM Kids

    Little Princess

    Schimmernde Perlen in zartem Rosé und liebevoller Haarschmuck sind genau das Richtige für kleine Prinzessinnen. Auch, wenn es mal zu einer festlichen Veranstaltung geht, bei I AM Kids gibt es die passenden Accessoires. 


    English Version

    Shimmering pearls in soft rose and lovely hair accessories are just perfect for little princesses. I AM Kids always offers the right accessories, also for festive occasions.

    Colorful Trend

    Rainbow

    Staunend betrachten Kinder das farbenfrohe Phänomen aus Regen und Sonne. Ein Regenbogen strahlt einfach eine besondere Magie und Schönheit aus. Grund genug für I AM, sich von der Himmelserscheinung zu unserem neusten Kinderschmuck inspirieren zu lassen. Einfach magisch!

    English Version

    Kids stare amazed at this colorful phenomena made from rain and sunshine. A rainbow radiates a certain kind of magic and beauty. Reason enough for I AM to be inspired and create our newest children's jewelry with this celestial occurrence in mind. Simply magical!

     

     

    Gift Idea

    Little Party, Big Fun

    Unser kunterbunter Kinderschmuck ist nicht nur ein schönes Geschenk für das eigene Kind, auch als Mitbringsel zur Geburtstagsparty oder als Gewinn bei Partyspielen lassen elastische  Armbändchen und niedlicher Haarschmuck Mädchenaugen strahlen.

    English Version

    Our multicolored kid's jewelry is not only a great present for your own child. As a souvenir to a birthday celebration or a price for party games, elastic bracelets and cute hair accessories make girl's eye sparkle.

    New in Store

    I AM loves Kids

    Farbenfroh, fröhlich und kreativ – alle Mädchen träumen von verspieltem Schmuck mit niedlichen Motiven und zarten Farben. I AM macht diese Träume jetzt wahr, mit unserer brandneuen Kollektion für kleine Schmuckliebhaberinnen. 

     

     

    English Version

    Colorful, happy and creative - all girls dream of playful jewelry with cute motifs and in soft colors. I AM makes these dreams come true now with our brand new collection for little jewelry lovers.

    I AM KIDS

    Fun &
    Quality

    Read more

    I AM KIDS

    Fun & Quality

    Sicherheit ist wichtig! Damit unser Kinderschmuck nicht nur den Kleinen, sondern auch allen Eltern Freude macht, haben wir strenge Qualitätsmaßnahmen eingeführt. Elastische Schnüre, Acrylperlen und weiche Formen machen I AM Kids perfekt für Mädchen von drei bis sechs Jahren.

    Safety first! We established strict quality requirements to ensure, that our kids jewelry makes not only children, but also parents happy. Elastic strings, acrylic pearls and soft shapes make I AM Kids perfect for girls from three to six years.

    Kids

    Win with I AM

    Competion requirements for our I AM addicted sweepstakes: Those over 16 years of age at the time of participation are eligible to participate. Employees of beeline GmbH, its subsidiaries and their relatives are eligible to participate, but not to win. By participating in the competition, you agree to the applicable conditions of participation.

    There is no right of appeal.

    We reserve the right to disqualify and to exclude from the draw those individual participants who manipulate – or attempt to manipulate – the participation process, the system and/or the draw/sides and/or who breach the conditions of participation or moral standards and/or who otherwise attempt to influence the draw in any other unfair and/or unreasonable way.

    The draw starts on 24th of January 2014 and ends on 14th of February 2014. The draw takes place on Thursday after the competition.

    The winners will be determined after the competition closes and notified by e-mail. If no response is received within a reasonable amount of time, the claim to the prize will expire and a replacement winner will be drawn. The prize cannot be transferred to a third party. No cash alternative is available.

    www.i-am.com;

    All liability is excluded for the technical requirements for timely participation in the competition being available or for the sending of prizes (permanent access to the web pages on which it is possible to participate, or sending or prizes via transport companies).